Contagious - by Jonah Berger

'Why things catch on'

You'd think that the best product at the most attractive price with the most advertising would be the product that wins, but that's not always the case. Jonah did some digging and found six factors that drive word of mouth and lead products, services and behaviours to go 'viral' (to be spread from person to person via word of mouth): Social currency, triggers, emotion, public, practical value, and stories.

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